Drumroll, Please: The First It Dress of 2019 Has Emerged

One of the most brilliant things about Instagram (aside from the adorable animals) is that there are hundreds—if not thousands—of fashion brands just waiting to be discovered and added to our wardrobes. In fact, some of our favourite breakout brands from the past 12 months were stumbled across mid-scroll, making Instagram easily the most important marketing tool for any startup. Do it well and your company can skyrocket.

It was just last week we saw Emili Sindlev posing for a mirror selfie wearing a cotton floral frock boasting a billowing silhouette, extravagant sleeves and a ruffle collar—exactly the sort of thing that would stop us in our tracks. Curious, we tapped to see where her creation was from, and up popped the handle @m.92_clothing. Later that day, we saw yet another influencer, Charlotte Jacklin, wearing the same M.92 dress.

We decided to investigate further and found countless other sartorially blessed ladies had also snapped up the same trapeze dress. Not one, not two, but six influencers already have this dress. If (as the saying goes) three's a trend, then this is is akin to a cultural movement.

Curious to find out more about M.92, we sent the brand a quick direct message, which was responded to within minutes. This is what we learnt.

M.92 is a London-based fashion brand founded by two sisters in 2018 who operate their entire business model through Instagram in lieu of a website. Orders are placed through direct message, and payments are taken over PayPal. The production quantities are kept deliberately small to ensure an air of exclusivity, and the dress in question is priced at £150 (not bad for a cult-status piece by any standard).

In just a few short months, M.92 has managed to infiltrate the closets of some of Instagram's most-lauded dressers, which is no small feat. Commit the name to memory, as we're expecting big things from M.92. As we said, supplies of the dress are limited, so if you want to get your hands on one, you'll need to DM the brand tout suite. If you're digging the smock dress vibe, then you'll also want to check out our edit of the best of the rest below…